Antecedents of Customer’s Purchasing Decisions on Halal Cosmetics
jhsr.210008
Junainah Idris*
Kolej Universiti Islam Antarabangsa Selangor, Malaysia
Muhammad Firdaus Muhammad Sabri
Kolej Universiti Islam Antarabangsa Selangor, Malaysia
Nadzirah Mohd Fauzi
Kolej Universiti Islam Antarabangsa Selangor, Malaysia
*Corresponding author: junainah@kuis.edu.my
Abstract
The current market trend for cosmetic products in Malaysia is where consumers are starting to look for cosmetic products that are safe to use. This has led some locally produced cosmetic brands to promote their cosmetic products as Halal although that product does not have the Halal certificates. Halal elements that are highlighted in their marketing strategies are the use of natural ingredients in the product, cruelty-free, and ablution friendly. The use of pull strategy in their marketing strategy confuses customers about the real concept of Halal itself. Therefore, this study aims to identify the relationship between knowledge, attitude, and environment towards customer purchase decisions on Halal cosmetics. There are 201 respondents involved in this study. The findings show that customer decision to purchase Halal cosmetics has a significant relationship with environmental factors. The results would help industry players and related agencies to improve and develop their marketing strategy and be able to support important decisions of making Muslim customers more aware of Halal cosmetics in the market.
Keywords: cosmetics, knowledge, attitude, consumer behaviour, entrepreneurship, marketing strategy